Is traditional TV advertising still relevant? : current state analysis and future developments
Lac, Marie (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023053016170
https://urn.fi/URN:NBN:fi:amk-2023053016170
Tiivistelmä
The purpose of this thesis was to assess the relevance of traditional TV advertising nowadays, especially in the face of the expansion of digital advertising, through the research question “Is traditional TV still relevant ?”.
Only quantitative research was used in this thesis, and the quantitative research data were all from secondary research. These ones consisted of three papers and five sets of statistics, two coming from Statista and three from Nielsen.
The findings indicate firstly a growing disinterest in traditional television, especially by the new generations, the Millennials and Generation Z, that watch principally streaming TV, while older generations, the Baby Boomers and Generation X watches more traditional TV. Secondly, it has been shown that the profitability of TV advertising alone is nowadays unprofitable, with negative ROI. Then, the use of TV and digital advertising combined has been shown as being more profitable than any other type of strategy, and precisely with an ROI 60% higher than the one obtained with TV alone. Finally, digital tools such as adblockers and privacy control tools have been shown to be threats to digital advertising, but it is possible to bypass them.
The author recommends that the use of traditional TV advertising alone should be discontinued, to turn to strategies still using TV advertising but mixed with digital advertising. It would be the best option to optimize the ROI and effectiveness of traditional TV advertising while getting the benefits of digital media, such as streaming TV.
Only quantitative research was used in this thesis, and the quantitative research data were all from secondary research. These ones consisted of three papers and five sets of statistics, two coming from Statista and three from Nielsen.
The findings indicate firstly a growing disinterest in traditional television, especially by the new generations, the Millennials and Generation Z, that watch principally streaming TV, while older generations, the Baby Boomers and Generation X watches more traditional TV. Secondly, it has been shown that the profitability of TV advertising alone is nowadays unprofitable, with negative ROI. Then, the use of TV and digital advertising combined has been shown as being more profitable than any other type of strategy, and precisely with an ROI 60% higher than the one obtained with TV alone. Finally, digital tools such as adblockers and privacy control tools have been shown to be threats to digital advertising, but it is possible to bypass them.
The author recommends that the use of traditional TV advertising alone should be discontinued, to turn to strategies still using TV advertising but mixed with digital advertising. It would be the best option to optimize the ROI and effectiveness of traditional TV advertising while getting the benefits of digital media, such as streaming TV.